Digital Results Marketing for Mortgage Professionals

Digital Results Marketing for Mortgage Professionals

Table of Contents:

Disclaimer

About the Author

Introduction

Social Media Fundamentals

Your Facebook Strategy is Everything!

The ONLY Four Things That Matter

Clear Process to Revenue Workflow

Why Internet Marketing & SEO is important for Mortgage Companies

Understanding How the Search Engines Work

Getting Your Mortgage Business on Google Maps

How to Claim& Optimize Your Google Map Listing

Google Map Optimization Tips

FacebookDomination Guide 1: How to Get Started with FacebookAds

FacebookDomination Guide 2: Getting to Know the FacebookAds Manager

FacebookDomination Guide 3: FacebookAds vs. Boosted Posts

FacebookDomination Guide 4: How to Optimize Your FacebookAd Design

FacebookDomination Guide 5: Gain MaximumExposure Using Custom Audiences

FacebookDomination Guide 6: How to Use Re-target Marketing with Facebook

FacebookDomination Guide 7: Split Testing Your Ads for Optimum Performance

FacebookDomination Guide 8: Boost Your Profits with FacebookDynamic Ads

FacebookDomination Guide 9: How to Lower Your Overall FacebookAd Budget

FacebookDomination Guide 10: How to Create a Facebook Lead Capture Funnel

Disclaimer

This e-book has been written for information purposes only. Every effort has

been made to make this ebook as complete and accurate as possible.

However, there may be mistakes in typography or content. Also, this e-book

provides information only up to the publishing date. Therefore, this ebook

should be used as a guide - not as the ultimate source.

The purpose of this ebook is to educate. The author and the publisher do

not warrant that the information contained in this e-book is fully complete

and shall not be responsible for any errors or omissions. The author and

publisher shall have neither liability nor responsibility to any person or

entity with respect to any loss or damage caused or alleged to be caused

directly or indirectly by this ebook.

About theAuthor

Fromgrowing up in a Greek community in the North side of Chicago, to rising up through the ranks of the mortgage industry, to the founder of BSM Vault, a full- scale social media- marketing agency, Alex’s #1 passion is coaching business people to achieve their greatest success — a burning desire to help others achieve all they can — personally and professionally. Alex knows fromexperience — you cannot do it alone. He learns frommentors and coaches, and teaches that you should, too. In fact, his core belief is: “When somebody teaches you something, the speed of implementation is the number one determining factor of your success — or failure.” Alex began a successful 16-year career in the mortgage business after moving to San Diego in 2002. Starting out as a telemarketer, contacting about 500 homeowners every day. From these humble beginnings, Alex soon became a junior loan officer, then moving up to the positions of a producing branch manager and business development manager for mortgage companies throughout San Diego. During his yearsworking with Real Estate agents and Mortgage Professionals, Alex successfully incorporated social media into their marketing campaigns, seeing the huge impact on their leads and sales. He also realized how Realtors and Loan Officers just do not have the time — or the expertise, to dedicate to pretty much any kind of marketing — something even more important today with the strong emergence of all the various avenues of social media and online marketing. Having been on both sides of the real estate market, he realized he is uniquely positioned to transition his vision in helping Mortgage professionals maximize their resources. The opportunity to address this need came in the Fall of 2017 when Alex launched his dreambusiness: “BSMVault” — a full service, personalized digital marketing and social media agency offering a complete solution for Mortgage Professionals to book more qualified appointments and close more purchase loans.

Introduction

.

If you have picked up this eBook, you know the importance and impact that a solid marketing plan can have on your business growth. Regardless of what you sell, whether it is a product or a service, a complete online marketing strategy is fundamental to your success. The main goal of this book is to simplify the most common and proven concepts and techniques so even those with little to no marketing knowledge and experience can build an online presence that will help them grow their business. The digital era has changed the way we do business, and it is important for you to keep up with the demands of your prospects by building a well-oiled lead generation machine You are now embarking on an exciting journey to discover how to capture and convert leads online using Google, Facebook, and Digital Marketing the right way. I emphasize the right way because things are always evolving in the Social and Digital media Space. Lead generation is broken down into sets of marketing activities that correspond with stage s of the buyer’s journey, starting with generating traffic, then converting visitors into leads, and eventually converting those leads into customers. This training guide and its coordinating videos are a compilation of the best strategies and tactics I have learned and implemented for our paying clients since 2012. The content in this guide has been carefully shaped in a way that will help you digest it one bite at a time. Fromstrategy to execution, we will cover the essential keys to an epic marketing strategy and growth plan.

Social Media Fundamentals

When it comes to social media marketing, it is important to have strategies in place that will help youmaximize visibility and stand out fromall the noise.

The Formula for Success

As viable marketing strategies continue to evolve in real-time, here is the simple formula for social media marketing success that is guaranteed to help

you stay ahead of your competitors in this digital age: Reach + Engagement + Consistency = Opportunities

Now let us break this formula down into its 3 key components and discuss the ins and outs of each.

Reach

“Reach” is the first key metric that businesses typically track in their social media marketing efforts. Reach is defined as a measure of the range of influence of your posted content. So, on Facebook for example, your post can be said to “reach” someone when they view it in their newsfeed. The goal you should aim for here is to obtain a reach of at least 10,000 views per week within your target audience. You accomplish this by posting often on your business page, whichmeans you should – at a minimum – be posting every 4 hours, 4 times per day, for a total of 28 times per week. Engagement “Engagement” is the second key metric that businesses track in their social media marketing efforts. Engagement measures the actions taken by people that viewed a post. On Facebook, engagement is measured by the number of times people like, share or comment on a post. In this regard, content is king. Keep your content hyper-local, focused and engaging to maintain relevance and increase activity, thereby ensuring your posts have greater “viral reach”. The goal you should aim for is to generate at least 1,000 engagements per week fromall your posts combined.

(Facebook even compiles and lists the total reach/engagement stats below each post and in several sections of your business page account dashboard).

Consistency

In social media marketing, success is achieved over time as your consistent marketing efforts build a dynamic community where users actively engage with your posted content and stories on a regular basis. Therefore, the final key to your success is simple: be consistent! Generate a well-running social media marketing machine that utilizes the technology available for automating at least some of your posts and content-finding. Sites such as Hootsuite offer you one- stop-shop-style social media management dashboard where you can set content to post to multiple pages/profiles and measure campaign results. You can also set content to auto-post through RSS feeds of your choosing, thereby increasing your capacity to post consistently…which, in turn, will lead to ever -greater success and opportunities for your business!

Your Facebook Strategy is Everything!

Your Facebook strategy should be the centerpiece of your marketing plan. Period!

Taking the time to build this solid foundation will help all your other marketing efforts to develop and performbetter. So how do you build a killer Facebook strategy?

Start with these 3 steps.

Establish a Digital Target Market

First things first. You need to identify a digital target market and geographical farmarea. This digital farm should consist of an area that ideally includes around 250,000 people. For example, youmay pick a small city or suburb you want to focus on, or perhaps a neighborhood that is well-known within your city. Begin to relate to this target farmarea as your “exclusive” territory to develop the right mindset and maximize future marketing and networking efforts.

Build a Community/LifestylePage on Facebook

Once you have identified your target farmarea, you need to build a credible community/lifestyle page on Facebook that offers focused, relevant content per that area. Come up with a clear but catchy name – such as Johnstown Homes & Lifestyles. However, be sure to note that this page should be non-branded, meaning it should not contain any of your personal Real Estate company branding or wording. By doing so, your community page will present itself as a trusted source for intel and happenings in the area. Target Your Audience Target the audience (current homeowners and potential home buyers) within your digital farmarea and implement strategies to generate followers and engagement on your page. You can engender a high level of interest and loyalty by doing three things.

Firstly, post often and consistently.

Secondly, keep your content hyper-local to maintain relevance and increase engagement. Lastly, consider placing targeted Facebook ads to funnel traffic to your community page to enhance traffic and activity. The bottom line here is that your Facebook strategy is everything. It is the most important part of succeeding as the "King of your City"…on social media that is! So now that you know the steps to take, the question is: Will you do the work and take them? You are the master of your own destiny, so dive in and have fun building your foundation and your business!

The ONLY Four Things That Matter

I do not care what industry you're in, I don't care who you are serving. There are only four things that matter. I am going to break them down one by one here.

Number one

Brand awareness, iterating your U S P and opportunity statement.

USP is your unique selling proposition and opportunity statement. People care more about what your why is than what you do. So, brand awareness, always iterating your unique selling proposition and opportunity statement.

Number two

You want to reach at least 10,000 people per week with Facebook. That is easily a goal you can attain. You want to have opportunities to speak with people and have a consultation and strategize about their current situation. Where are they now?Where do they want to go? Where is the gap in the middle? Can you fill in the gap?

Number three

Engagement. Now that you have the reach, now that you have got your USP, your opportunity statement out there, you need to engage with people at least 1000 people per week. Ultimately, you want to do strategy sessions. You are generating strategy sessions with the engagement.

Number four

Consistency. That is the name of the game. Service delivery machine is ultimately what you are trying to build using technology and automation to be consistent and delivering a product and a service at the highest level. I call this giving a Nordstromexperience with a McDonald's assembly line. It is a cool quote that I came up with. A lot of people laugh when I say it, but it is true. Nordstrom experience with a McDonald's assembly line.

Keep it simple and execute on these four things daily!

Brand Awareness + Reach + Engagement + Consistency = OPPORTUNITIES!

Clear Process to Revenue Workflow

The biggest mistake I see business ownersmake when they start getting success in marketing is that they simply stop. They get busy or overwhelmed and take their foot off the gas. When they want to start things back up, they have lost all momentum. Test everything. Having a plan for your marketing activities does not mean that once it is laid out, it’s all said and done. It is important to test everything. Test your assumptions, test your campaigns, test everything. It is ok to assume things (about your business, your value proposition, your clients) but never hold these things as absolute truths unless you have tested them repeatedly. Innovate and adapt. An online marketing plan should eventually change to adapt to the reality of your business, the value you offer, the channels available, and the clients you are serving now. Things change rapidly in this new economy and my mission in this book is to give you the true and tested fundamentals of a solid marketing strategy. I want to give you an overview of our clear process to revenueworkflow. The goals and targets with the strategies you are going to be deploying it is to get your team conversations with prospects. It is not just about generating leads online; it is getting conversations with prospects. Leads are great but leads really do not mean anything unless you talk to people that could use your services. We want all the leads that come in for retargeting purposes and the ability to create custom lookalike audiences, but the true objective is an actual conversation to be continued fromFacebook and directly with you or your team.

Why SEO Is So Important For Mortgage Companies

Why SEO Is So Important For Mortgage Companies

Most Mortgage Companies already understand that the Internet & search

engines are EXTREMELY important to the long term growth and sustainability of

their business but occasionally I get the question “Why are search engines and

search engine marketing so important to the Mortgage Industry?”

YellowPages AreNo Longer Effective

It used to be that the #1 place consumers looked when they needed a mortgage

was the Yellow Pages. In today’s market, very few people still reference the

printed Yellow Pages. In fact the new generation has not even been exposed to

the Yellow Pages and only know the Internet as a way to search for local

businesses.

Wheredo theygo now?

They look on the search engines (Google, Yahoo, Bing & others) and social media

sites (Facebook & Twitter) asking for referrals from their friends and family.

 A new survey of 2,000 consumers found that 86 percent of those surveyed

used the Internet to find a local business.

 74 percent of the respondents said they use a search engine when they are

looking for a local retail or service business.

If you’re not showing up on page one of Google, Yahoo & Bing for the mortgage

related keywords in your area, then you are missing a major opportunity! In this

guide we will show you how you can ensure that you put your best foot forward

and show up in as many local mortgage related searches in your area as

possible.

Understanding How The Search Engines Work

Understanding How The Search Engines Work

Over the past ten years the way the search engines work has changed

significantly; especially with the introduction of the Google map listings (Google

Plus Local) to the search results for local search. A majority of the mortgage

companies we talk with are confused about how the search engines work and

the differences between the map listings, organic listings & the paid / Pay-Per-

Click listings.

In this section we wanted to take a few minutes to DEMISTIFY the search engines

and break down the anatomy of the search engine results page (SERPs). By

understanding how each component works, you can formulate a strategy to

maximize the results of each.

There are 3 core components of the search engines results page:

Paid / PPC Listings

•

Map Listings

•

Organic Listings

•

Paid / PPC Listings

In the paid section of the search engines you are able to select the keywords

that are relevant to you and then pay to be listed in this area. The reason it is

referred to PPC or Pay-Per-Click is because rather than paying a flat monthly or

daily fee for placement, you simply pay each time someone clicks on the link. The

PPC platform is based on a bidding system and the company that bids the

highest gets the best placement. PPC is still a good way to market your business

online, but should bethought of as a short term marketing solution.PPC can get

very expensive very fast, with some keywords costing as much as $60.00 per

click in the mortgage industry.

Map Listings

The map listings have become very important because it is the first thing that

comes up in the search results for most locally based searches. If someone

searches “Mortgage broker + your city” chances are the map listings will be the

first thing they look at. Unlike the paid section of the search engine, you can’t

buy your way into the map listings you have to earn it, and once you do, there is

no per click cost associated with being in this section of the search engine. We

will share our Google Places optimization strategy with you later in this guide and

show you exactly what needs to be done to obtain page one placement in the

map section of the search results.

Organic Listings

The organic / natural section of the search engine results page appears directly

beneath the map listings in many local searches, but appears directly beneath

the paid listings in the absence of the map listings (the map section only shows

up in specific local searches). Similar to the map listings, you can’t pay your way

into this section of the search engines and there is no per click cost associated

with it. We will share our search engine optimization strategy with you in Section

5 of this guide. Now that you understand the 3 major components of the search

engine results and the differences between paid listings, map listings & organic

listings you might wonder… “What section is most important?” This is a question

that we receive from Mortgage Companies every day.

The fact is that all three components are important and each should have a

place in your online marketing program because you want to show up as often

as possible when someone is searching for your mortgage brokering services in

your area. With that said, assuming you are operating on a limited budget and

need to make each marketing dollar count; you need to focus your investment

on the sections that are going to drive the strongest return on investment.

Research indicates that a vast majority of the population look directly at the

organic & map listings when searching and their eyes simply glance over the

paid listings.

This heat map indicates where the searcher tends to view as they come onto a search engine results page.

Where People Click On The Google Search Engine Results Pages

So if you are operating on a limited budget and need to get the best bang for

your buck, you should start by focusing your efforts on the area that gets the

most clicks at the lowest cost. We have found that placement in the organic

and map section on the search engines drive a SIGNIFICANTLY better return on

investment than Pay-Per-Click marketing.

So how can you get your mortgage company listed in the organic and map

listings?

That is what we are going to be covering in the following chapters.

Getting Your Mortgage Business On The Google Maps

Getting Your Mortgage Business On The Google Maps

How to get on the Google Map for Mortgage Companies

If you are just getting started in Internet marketing for your mortgage business

and are just trying to get an idea of how to get your company listed on the

Google Map, this is a great place to start. I am going to cover the core

fundamentals of what the Google Map is, how it works, and what you need to do

to at least get the ball rolling in the right direction towards getting you placed on

the map.

Fundamentally the Google Map or Google+ Local listing is what shows up when

you type in your city plus your services on Google. Up along the top, and along

the side is the pay per click, and in the center at the very top of the results page

is typically the map listings or what we call Google Places or the Google Map

listings. Directly below that in local search is what are typically the organic

listings. There is a lot of information about search engine optimization, meta

tags, meta descriptions and all of the like but really this is a totally different realm

of search engine optimization known as Google Places Optimization. So, what

do you need to do in order to make sure that you are listed on that map, and

more importantly make sure you are showing up on page one over time? There

are a number of things you can do, and there are multiple layers of complexity,

strategies and things that you can do. The most important thing

you can do from the starting point perspective is to go to

https://www.google.com/business/.

Google has set up this website for business owners to tangibly claim their

Google Places listing. If you go there you are going to see two different buttons.

On the left side you are going to see one that says, “Consumer / Write

Reviews.” On the right side it says “Business Owner? Get Started.” Obviously you

want to click on the one that says, “Business owner? Get Started,” and what

that will do is take you through the process of claiming your Google Places

listing.

The latest statistics indicate that more than 89 percent of users or businesses

haven’t claimed their Google Places listing. This creates a great opportunity for

your to beat your competition to the punch. One of the first things you want to

do is go to https://www.google.com/business/ and claim your listing so you

can at least make sure it’s got all of your right information. Your phone number,

your website address (if you have one) description of what you do, some

pictures, maybe some coupons. More than anything else make sure that you

have control of your own business listing on Google.com, in the places listings.

Some things to be aware of as you claim your Google Places listing. The

process is relatively simple. If you have got a Gmail account or some type of

Google account, Google will recognize that and let you use that to claim your

Google Places listing. If you don’t, you’re going to need to go through the

process of establishing your Google account. So that you can claim your

Google Places listing.

Once you have logged in, you will need to type in your phone number and

company name. Then, the system will search the Google Places directory to see

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